To add onto this, I believe a large amount of consumers of these products assumed they were only accessing their own data. This story is highlighting how these companies further connect dots between you _and_ all your connections. This is where I feel people didn't recognize the larger scale of all of this, especially with progmatic programming for ads. Any time you try to outline how ad networks work w/r/t to "FB is recording us" you're met with "yeah buts". I think a lot of people didn't want to believe this was possible, but now have no choice but to accept it is very much happening.